What factors most influence your trust in an industry? What Kenyans said

Trust plays a critical role in shaping how Kenyans perceive industries and the businesses operating within them. Findings from the Glass House Brand Trust Report 2025 provide clear insight into the qualities that most strongly influence public confidence.

Quality of products and services emerges as the most decisive factor, underscoring the expectation that brands must consistently deliver value, reliability, and safety.

For many consumers, trust begins with experiencing goods and services that meet their needs effectively.

Customer service follows closely, highlighting the importance of respectful, responsive, and efficient interactions. Positive engagements at points of service, whether physical or digital, go a long way in building loyalty and repeat business.

Transparency, including clear pricing and honest communication, is another major driver of trust. In a market where hidden charges or unclear processes can undermine confidence, openness becomes a key competitive advantage.

Brand reputation also plays a significant role. Companies with a track record of integrity, stability, and ethical behaviour tend to enjoy stronger public support. Innovation appears next, indicating appreciation for brands that evolve, adopt new technologies, and offer modern solutions.

Corporate social responsibility contributes as well, showing that Kenyans value businesses that give back to society and operate responsibly. Media coverage, though less influential compared to other factors, still shapes perceptions—particularly when it highlights achievements or exposes shortcomings.